Printer Friendly

Peroni posts strong product sales during first year.

Peroni posts strong product sales during first year

Barton Beers, Ltd., importer of Italy's Peroni beer, reported sales of 88,000 cases of the brand during its first 12 months in the U.S., making it the second bestselling Italian beer in America.

According to Barton Beers, Peroni's sales doubled from 29,000 cases during its first six months of availability (October, 1988-March, 1989) to 59,000 cases during the second half of its first year. Peroni now holds more than 40 percent of the Italian beer market in the U.S., Barton Beers said.

"If sales continue to rise at this rate, we should be the number-one selling Italian beer in America within the next six months," said Mike Mazzoni, executive vice president, Barton Beers.

Though the Italian beer category is not traditionally an American industry leader, Mazzoni feels Peroni has the potential to set a new pace for Italian beer sales in this country. Carefully targeted marketing, sales promotion and wholesaler incentive programs aimed at Italian restaurants and other on-premise locations are helping to insure Peroni's success, Mazzoni added.

"We targeted consumption in Italian restaurants because initially interest was higher there," Mazzoni explained. "The sales indicate that we were right."

Initial distribution for the Peroni brand was limited to New York, Chicago, Philadelphia and Boston; however, today, Peroni is available nationwide.
COPYRIGHT 1989 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1989 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Italy's Peroni beer
Publication:Modern Brewery Age
Date:Oct 23, 1989
Previous Article:NBWA presents awards at national convention.
Next Article:Barton Beers renews Corona.

Related Articles
A-B, Canadians push index to post-crash high: index remains strong in second quarter, jumping 159 points.
Peroni beer gets a running sponsorship.
Anheuser-Busch, Birra Peroni join for Italian Bud distribution.
Celebrating Birra Peroni's sales success.
Franco Peroni.
Peroni Beer.
SAB buys majority of Italy's Peroni.
Heineken will brew Budweiser in Italy.
Heineken to make Bud.
SABMiller to import Peroni Nastro Azzurro.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters